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Dr Iryna Manczak
ORCID: 0000-0002-9661-9945
PhD in economics in the field of management and qualitysciences, assistant professor at the Department of Trade and Market Institutions at the University of Economics in Krakow. Her research focuses on topics related to cultural institutions, marketing communication and tourism.
DOI: 10.33226/1231-7853.2021.3.3
JEL: M14, M15, O35

The presented study draws attention to the participation in the culture of people with disabilities. In the theoretical part, authors discuss the functionalities of beacons, which might be a useful tool in market communication of equal opportunities. The key goal of the article is to examine the role of beacons in market communication of equal opportunities with a disabled culture recipient. For the purposes of the undertaken research, a hypothesis was put forward that beacons support the process of market communication of equal opportunities with a disabled culture recipient. To verify the adopted hypothesis, authors carried in-depth interviews out in selected institutions using the discussed solution. Participants of the interviews represent the environment of cultural institutions or undertake selected cultural initiatives. In the presented study attended representatives of the following institutions: Museum of King Jan III's Palace in Wilanów, Town and Commune Office in Olkusz (Gwarków Trail), Polish Aviation Museum in Krakow, Silesian Uprising Museum in Świętochłowice and TAURON Arena in Krakow. During the research, it was also attempted to determine to what extent beacon functions are being used in marketing activities carried out for the benefit of disabled people by entities participating in interviews. Based on the research conducted, it was found that wider use of solutions based on the functionality of beacons can be achieved as a result of their adaptation to selected groups with particular dysfunctions.

 

Keywords: beacons; cultural participation; disabled recipient of culture; marketing communications

PhD in economics in the field of management and qualitysciences, assistant professor at the Department of Trade and Market Institutions at the University of Economics in Krakow. Her research focuses on topics related to cultural institutions, marketing communication and tourism.